Cola gets a pep talk.
In: Brand Strategy, 2007-04-01, Heft 211, S. 20-23
Online
serialPeriodical
Zugriff:
The article presents a case study of the long-term strategy of innovation by PepsiCo, designed to combat obesity fears surrounding its food and drink products, while keeping consumer loyalty. Darren Borg, Pepsi's global brand director, says that the challenge is to be flexible and be more globalized. The initiative will be supported by a range of television advertisements, where the new philosophy manifests itself across the world, he added. An overview of the company's plans is presented.
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Cola gets a pep talk.
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Autor/in / Beteiligte Person: | Devaney, Polly |
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Zeitschrift: | Brand Strategy, 2007-04-01, Heft 211, S. 20-23 |
Veröffentlichung: | 2007 |
Medientyp: | serialPeriodical |
ISSN: | 0965-9390 (print) |
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